Pfizer, Inc. Development Operations
It’s no secret that corporations have (and still continue to develop) hundreds upon hundreds of acronyms internally, and Pfizer is no exception — so we’ve encountered with the dozens of business lines we’ve worked for over the last two decades. In a bold and playful move, we strategized a brand for the group in Pfizer called Development Operations, or Dev Ops, that leverages this state of affairs with humor and intrigue. Dev Ops is a “one-stop shop” providing custom, integrated business solutions across much of Pfizer, and we created a way to communicate a concise, catch-all answer to all the internal confusion and misinformation surrounding their inner workings.
Presenting the culmination of what all of Dev Ops delivers: H.O.W.
What makes this acronym different is that it relies on the colleague and/or customer to define what it means to them individually. Instead of a static, prefab brand, the “HOW” brand is modular. Instead of one tagline, Dev Ops has many, so they appear to vary for each instance. Instead of one color, this group has a spectrum of 9. So, as the brand system unfolds in this case study, you’ll see that this way of thinking illustrates adaptiveness and ingenuity of how this group operates.
The result was a brand that is unexpected and humorous, yet pointed and intelligent…